| Title | SOUNDS LIKE A PLAN |
| Brand | CENTER PARCS |
| Product/Service | VACATION HOUSES |
| Category |
B04. SOUND DESIGN |
|
Entrant Company
|
OGILVY & MATHER AMSTERDAM, THE NETHERLANDS
|
|
Advertising Agency
|
OGILVY & MATHER AMSTERDAM, THE NETHERLANDS
|
|
Media Agency
|
HAVAS MEDIA Puteaux, FRANCE
|
|
Production Company
|
DPPLR Amsterdam, THE NETHERLANDS
|
Credits
| Darre Van Dijk |
Ogilvy And Mather Amsterdam |
Chief Creative Officer |
| Jurriaan Van Bokhoven |
Ogilvy And Mather Amsterdam |
Art Director |
| Jesse Ridder |
Ogilvy And Mather Amsterdam |
Copywriter |
| Frouke Vlietstra |
Ogilvy And Mather Amsterdam |
Account Director |
| Cathalijn Van Hellenberg Hubar |
Ogilvy And Mather Amsterdam |
Account Executive |
| Mariel Barrios |
Ogilvy One Paris |
Business Director |
| Frederic Bouhet |
Ogilvy One Paris |
Digital Project Manager |
| Andre Tingberg |
Ogilvy One Paris |
Creative |
| Peter Metcalfe |
Ogilvy One Paris |
Creative |
| Antoine Leveque |
Center Parcs Europe |
Brand Communications Director |
| Dianne Sliphorst |
Center Parcs Europe |
Barnd Director |
| Manon Walhout |
Center Parcs Europe |
Brand Manager Europe |
| Maarten Groen |
DPPLR |
Director |
| Mick Dantzig |
DPPLR |
Dop |
| Ruben Labree |
DPPLR |
Post Production |
| Klevr |
DPPLR |
Sound Design |
| Gaby De Haan |
DPPLR |
On Set Audio |
Brief Explanation
The product richness of over 40 different on-site-activities had to be communicated through a single campaign for four different target markets where six different languages are spoken.
The Brief
Visitors of Center Parcs’ holiday parks can plan their perfect vacation by combining a wide range of activities. Activities like watersports, wellness, biking, kitesurfing and much more. The brief was to create awareness for this product richness amongst families in The Netherlands, Belgium, Germany and France that are new to Center Parcs.
How the final design was conceived
With all these on-site-activities available, we wanted to show that any Center Parcs vacation sounds great. So we chose to do just that. And if there’s one person in the world who could help us do that, it’s Michael Winslow. The man of 10,000 sounds from the Police Academy films. He’s a familiar face amongst the target audience (parents that are now in their 40’s) and can enhance any scene with his comedic sound effects and impersonation skills.
Indication of how successful the outcome was in the market
Awareness for Center Parcs’ product richness was greatly enhanced in 3 weeks, as 48 mln. sounds – corresponding with specific Center Parcs activities – were heard by approximately 4 mln people in the target markets. Over 25% of unique site visitors returned for more, establishing the need to discover even more of Center Parc’s product offering in this way. The campaign led to a booking sales increase of 4%. A great result for the highly competitive holiday market Center Parcs is competing in.